Link bait, which is often used in digital marketing strategies, is content that is shared by a brand with the hope that the audience will click a link to view it and share it with others. This strategy is a way to build search engine optimisation links, create a buzz on social media and drive traffic to a company website.
The most successful kinds of link bait is content that is compelling enough for your market to share on their social media accounts or blogs. Sometimes it’s easy to lose sight of what makes good link bait and continue to share mediocre content that doesn’t get shared as much as other types of content. Thinking outside the box and looking for, or creating, content that makes the best link bait can be extremely beneficial to your brand.
Whether you regularly do surveys to study your market or not, you can use survey results as link bait. The types of results that get shared the most are humorous, interesting or surprising statistics. If your company doesn’t have its own survey information, do an informal poll on your blog or social media profile or find some interesting and relevant findings from another source to share with your audience.
Annual Review or Report
While annual reviews may be more popular among your current customers, donors or investors, they can also interest potential customers. Annual reviews can be long and text heavy, so consider sharing just an excerpt or turning some information from a report into a visual representation like an infographic. This approach is a good fit for businesses that sell products or services or that have hard numbers to share.
Videos have the potential to be spread around the Internet in way few other types of content are shared. Instead of going with the expected funny YouTube video, advertisement or product review, give your market an inside look at your business. You can do this by taping a tour of your facilities, interviewing one of our employees, letting people see one of your processes (like packaging products) or announcing news through a video.
Who doesn’t like a free sample? Offering a free online resource, download or tutorial can be an excellent way to drive traffic to your website. When people hear about your free offer, they’ll likely share it with their friends. You can also maximize exposure by requiring your followers to share a link to your free offer before they can claim it. This tactic is also a good way to build a positive reputation and relationship with your market, who will begin to see you as an industry expert.
Resources for Reference
If your brand can create and share a valuable resource that your audience will want to refer back to, you’ll likely see an increase in traffic. Valuable content is shared more often and gets more views than content that lacks purpose. The content used in your resource will depend on what type of business you have, but concepts that are informational, useful, include training and are detailed are usually well received.
No matter what kind of link bait you include in your strategy, be sure to use it to drive traffic to one of your online properties: your website, blog, social media account or lead collection form, for example. Good link bait is compelling enough to entice viewers to view and share the content and is hosted on, or includes a link to, your company website.